Jakarta, Indonesia Sentinel — Adobe unveiled video generation capabilities for its Firefly AI platform on Monday, October 14, marking a new chapter in AI-powered creativity. Users can now explore Firefly’s video generator directly on Adobe’s website or experiment with its AI-driven video feature, Generative Extend, in the Premiere Pro beta app.
As reported by TechCrunch, Adobe Firefly platform offers two main options for generating video: a text-to-video model and an image-to-video model, both capable of creating up to five seconds of AI-generated video. These tools are available in a web beta, free to use, though some rate limits may apply.
Firefly’s training allows it to produce both animated and photo-realistic content based on user prompts, with the unique ability to generate videos containing text, something many AI image generators have struggled to accomplish. The platform also includes settings to adjust camera movements, angles, and shot sizes, giving users a range of creative control.
Meanwhile, Firefly’s Generative Extend feature in the Premiere Pro beta offers a more practical AI tool for video editors. The feature allows users to extend video clips by up to two seconds, seamlessly continuing camera motion and subject movements. In demos shown to TechCrunch, Generative Extend proved more refined than Firefly’s text-to-video model, underscoring Adobe’s focus on enhancing existing video editing workflows rather than creating entirely new content from scratch.
Balancing Between Technology and Traditional Creative Skills
Adobe’s AI tools must walk a fine line between innovation and maintaining trust with its core user base, many of whom worry that AI might replace traditional creative skills. By focusing on AI editing features like Generative Extend, Adobe aims to address problems faced by video editors, such as when a clip is too short, rather than replacing manual editing altogether.
“Our audience is the most pixel-perfect audience on Earth,” said Alexandru Costin, Adobe’s VP of Generative AI, in a statement to TechCrunch. “They want AI to help them extend the assets they have, create variations of them, or edit them, versus generating new assets. So for us, it’s very important to do generative editing first, and then generative creation.”
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This approach follows Adobe earlier success with Firefly image model in Photoshop, where the Generative Fill feature became one of the most popular tools of the past decade, largely because it enhanced existing workflows rather than disrupting them. Adobe hopes to replicate that success in the video space with Firefly.
Concerns Over Job Loss
To further build trust with creatives, Adobe has reportedly compensated photographers and artists $3 for every minute of video submitted to help train its Firefly AI model. Despite these efforts, many in the creative community remain wary of AI, fearing that these tools could eventually make their jobs obsolete.
Costin, however, reassures these skeptics, arguing that generative AI will create more opportunities for creatives rather than fewer. “If you think about the needs of companies wanting to create individualized and hyper-personalized content for any user interacting with them, it’s infinite demand,” he explained.
He compared the rise of AI tools to earlier technological revolutions, such as digital photography and publishing, which were initially viewed as threats but ultimately empowered creative professionals.
“Take advantage of generative capabilities to uplevel, upskill, and become a creative professional that can create 100 times more content using these tools,” Costin advised. “The need for content is there, and now you can do it without sacrificing your life. Embrace the tech. This is the new digital literacy.”
(Raidi/Agung)
